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GROUP ASSIGNMENT SUBMISSION

Section A: Group Details

Assignment No: 3Batch: IIMP

Session Day: Thursday

Group Colour: BLUE

Section B: Assignment Details

Assignment Topic: Selling the Brand Inside

Training Topic: Internal Branding

Submission Date & Time: Wednesday-1:00 pm

Section C: Group Members

No. Name Div& Roll

No.PC PN AB GRADE

1 Shivanthika Murugan C-37 Y A

2 Mrigakshi Dang C-14 Y A

3 Shailesh Soni C-56 Y A

4 Satyajit Sangamnerkar B-51 Y A

5 Ashish Agarwal C-4 Y A

6 Rajendra Galagate B-15 Y B

7 Saurabh Dange A-14 Y A

8 Nilesh Atpadkar A-5 Y B

9 Randhir Kumar Singh B-54 Y A

10 Mohan Pande B-41 Y C

11 Sanjay Gaikwad B-14 Y A

12 PragyaNema B-39 Y A

Remarks:Blue team visited Kotak Life Insurance and metMr. Chetan Suryavanshi and learnt various practical applications of internalbranding and the efforts undertaken at Kotak Life Insurance to keep the

employees satisfied as a happy employee relates well to a satisfied customer.

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CAREER DEVELOPMENT PROGRAM

ASSIGNMENT NO. 3

Selling the Brand inside

-By Colin Mitchell

You Cant be a Brand Ambassador if

You Dont Know The Brand

BLUE GROUP

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Harvard Business Review

Selling the Brand inside

-By Colin Mitchell

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Selling the Brand inside

You tell customers what makes you great.Do your employees know?

Colin Mitchell joined Ogilvy & Mather in 1999 as lead Planner on IBM. He

started his career as a trainee Planner at BMP in London. Colin has worked

on many of the agency's classic case histories, including BP and Cisco.

Learnings from the article:

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THREE PRINCIPLES

I. Choose your moment

Turning points during which ideal opportunities can be created for an

Internal Branding campaign.

Eg. Mike Harper, President of ConAgra Foods, led that organizations brand evolution.After suffering a heart attack in the early 90s, Harper realized that he needed to adopt ahealthier lifestyle. When he examined the foods that ConAgra and others made, he wassurprised to learn of their high fat content. So, Harper decided that ConAgra Foodswould develop and market more nutritious and healthy products. As a result, theHealthy Choice brand of frozen dinners was introduced to consumers.

II. Link Internal and External Branding

The employees need to hear the same messages

that you send to the market place.

Eg. The Body Shop brand is characterized by a strong commitment to beingenvironmentally friendly. So, employees receive regular updates on the environment

through training courses and newsletters and are also encouraged to share what theylearn with others.

III. Bring the Brand Alive for employees

An emotional connection has to be created to allow

employees to have the brand vision in minds.

Eg. JRS Consulting conducted employee focus groups for a client that had recently laidoff 10 percent of its workforce and wanted to determine how to re-engage remainingemployees. A research revealed the pride that employees felt about the unique heritageof their corporate brand. This pride formed the basis of an emotional benefit thatemployees associated with their now struggling employer feeling proud to be a partof the overall organization, even when the business environment had become extremelychallenging.

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Part -A

COMPANY VISITED

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About Kotak Life Insurance:Kotak Mahindra Old Mutual Life Insurance Ltd is a joint venture

between Kotak Mahindra Bank Ltd., its affiliates and Old Mutual. A

company that combines its international strengths and local advantages to

offer its customers a wide range of innovative life insurance products,

helping them in taking important financial decisions at every stage in life

and stay financially independent. The company is one of the fastest

growing insurance companies in India and has shown remarkable growth

since its inception in 2001. Kotak Life Insurance employs around 5,565people in its various businesses and has 197 branches across 141 cities .

Person we met: Mr. Chetan Suryavanshi

Designation: Assistant Branch Manager

PRODUCTS PROVIDED BY KOTAK LIFE INSURANCE:

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Kotak Life Insurance- Present Internal Branding

Internal memos, brochures: They are circulated among the

employees informing them about what is happening in the financialmarket and thus allows employees to be updated.

"Tide with Pride"-online magazine: It is a monthly magazine which

connects all employees across the India. It is to inform all employees

about the best performing zone, staff, etc.

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Mc Kinsey Consultancy Survey: Gallop was an exercise

conducted by Mc Kinsey consultancy for better performance of

employees which led to TURNING POINT. They come up withsuggestion of:

i) Online Feedback for employees

ii) Festive atmosphere in work environment for 365 days of the year

iii) Brochures and posters in work environment

Social Outings (CSR activities): Employees on a regular basis are

taken for social outings which involves CSR activities. Thus, keepingthe moral of the employees high allowing them to loyal to the brand.

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Part B

Application of the Article:Selling the Brand inside

Understanding why if the brand is

not loyal to itself,Why would the customer be loyal to

the brand?

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Internal branding is a process by which employees internalize the desiredbrand image and are motivated to project the image to customers and other

organizational constituents. The messages employees take in and processinfluence

the extent to which they perceive their psychological contracts withthe organization to be fulfilled

the degree to which they understand and are motivated to deliver thedesired level of customer service

Why an employee as a brand ambassador:

The employee ambassadors know what makes the company great. The employee brand ambassador knows that it affects his or her job.

The business brand ambassador hears stories of how the companyhelps the customers and can repeat these.

The business can run contests for best brand ambassador, and theyare not only getting better marketing results, but also boostingmorale.

An Employee as a Brand Ambassador works for you. So they do notsay yes then forget about the business. They are there every day

and will stay more top of mind about it. Using the Employee Ambassador system actually helps you build

content that will be producing results for the business even after theemployee brand ambassador has left the organization.

http://www.brandxpress.net/category/branding/http://www.brandxpress.net/category/branding/

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Suggestions:

In the future, as the insurance sector heats up due to the competition,

the company, Kotak Life Insurance, should consider their star

performing employee or a top management official being filmed in an

advertisement assuring customers about the various products and its

benefits.

Find senior level executives who already participate or sees the

value in participating in social technologies to drive engagement and brand

awareness. By senior leader example, employees will better understandtheir role to drive company attitudes, beliefs, actions and values.

Have Kotak Life Insurance brand ambassadors personalize the

organization by talking about their (or of others that they know) own

experiences with your products, solutions or services. Its okay to have a

social media ambassador empathize with someone who has a poor

customer service experience.

Print-ad campaigns may involve happy employees thus delivering a

message across to customers that the internal branding is the same as

external branding.

OR

When asked, whether any concessions on Kotak Life

Insurances products are provided to employees, the HR personnel

answered in negative. Thus we may suggest that if an employee is

provided with certain concessions and on usage, he may be able to put

forth the products benefits in a better way.

OR

Corporate employees can be the organizations best brand

ambassadors. This means that an army of employees can be

dedicated to communicating the companys key messages and

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building its brand reputation online through blogs, Twitter,

Facebook, LinkedIn, etc.

The Marketing department can work with the Human Resources

Department to create a list of brand keywords so that your employees

can use these them consistently throughout their social networks.

Our suggestion is based on the following example:

E.g:- Best Buy commercials advertises Twelpforce, a Twitter service that

enables Best Buy employees to talk with customers instead of, to them.

Best Buy, recognizing that their employees are their best resource,

opened its customer service Twitter feed, Twelpforce, to any of its hourlystore employees and salaried corporate employees who want to join.

http://twitter.com/twelpforcehttp://twitter.com/twelpforce

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QUESTIONNAIRE

1. Employees have the potential to make the brand alive, does Kotak Life

Insurance believe in the statement.

2. What are the forms of internal communication used by Kotak life

Insurance? If they are used, what are they used to communicate?

3. Have you ever conducted internal surveys among employees to gauge

their interest towards the brand value, or any required change in companysmanagement brand?

4. Your tagline is, ZINDAGI SE EK KADAM AAAGE, do your employees

believe in the tagline?

5. Has Kotak Life Insurance designed any ad campaigns involving their

employees like Intel?

6. Has Kotak Life Insurance highlighted any success stories of any sales

manager?

7. Are employees feedbacks conducted? If conducted, how frequent are

they conducted?

8. Recently has there been any change in the top management? Were any

new policies introduced thereby?

9. What are the various activities conducted by Kotak Life Insurance, to

keep the morale of the employees high?

10. Does your company provide any concessions for any of the products to

your employees?

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LEARNINGS FROM THE ASSIGNMENT

While working as a group for the assignment we learnt various practical

applications of internal branding and the efforts undertaken at Kotak to

keep the employees satisfied as a happy employee relates well to a

satisfied customer.

REFERENCES

1. Kotak Life Insurance

www.kotaklifeinsurance.com2. www.retail-tv.com

http://www.kotaklifeinsurance.com/http://www.kotaklifeinsurance.com/http://www.kotaklifeinsurance.com/http://www.kotaklifeinsurance.com/http://www.kotaklifeinsurance.com/